Shortbread gains renewed popularity

Traditionally a Christmas-time biscuit, the sales growth [Kantar Worldpanel 52 w/e 1 Feb 2015] positions shortbread as a viable option all year round and ingredients company CSM expects its growth to continue rising. CSM is encouraging bakers to capitalise on its resurgence.

Lisa Boswell, trade marketing manager, said: “The growth in sales of shortbread is great to see. It’s no wonder, as it offers such versatility – bakers can use it to produce more than one product and it’s perfect for use all year round. It can be served as part of an everyday range and used for seasonal lines especially at Christmas and Halloween.”

Consumer insight research undertaken by CSM has revealed that shortbread is no longer seen as a biscuit for the older generation, with people of all ages interested. It can be served alone or with cream and fruit fillings. Boswell believes its popularity may have been boosted by the rise in outlets offering afternoon tea over the last few years.

Boswell added: “We know that, across the baking spectrum, there has been a resurgence in more traditional products and shortbread is reaping the rewards. The fact that it is also relatively easy to make ensures that operators with varying skills levels can produce a high-quality product. We are predicting that the interest in it is set to continue, as more and more consumers try it and find they love it. We are urging our customers not to miss out on the opportunity to include it in their ranges to help increase sales and footfall in-store.”